The visual and written allusion to forced oral sex by the hand placed on the head, and the cigarette appearing to emerge from the fly area of the adult male is reinforced by the accompanying slogan reading 'smoking is the worst submission'.
The French Health Minister, Roselyne Bachelot, has described the advertisements as 'innappropriate' at a time when the French parliament is in the middle of passing a law cracking down on online paedophilia.
Family Minister, Nadine Moranao, has called for the advertisements to be banned on public taste grounds.
Yves Trevilly, the French spokesman for British American Tobacco in France, has denounced the advertisement for effectively branding tobacco sellers 'paedophiles or rapists'.
Strong passions - it seems that France is about to enter a period of vicious infighting between the righteous who denounce tobacco and those who support a major French industry, in which a 'below the belt' advertisement is not considered 'below the belt'.